gtm-strategy
/install gtm-strategy
Strategies: Go-to-Market
Guides go-to-market (GTM) strategy—the blueprint for launching or repositioning a product that aligns product, marketing, sales, and customer success around reaching and winning target customers. Organizations with documented GTM see ~10% higher success rates and 3× revenue growth; ~72% of B2B miss GTM targets in year 1, often due to execution gaps. Use this skill when planning GTM for product launch, new market entry, repositioning, or feature launch.
When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
GTM Scenarios
| Scenario | Scope | Use |
|---|---|---|
| Product launch | New product to market | Full GTM; see product-launch for launch execution |
| New market entry | New geography or segment | Full GTM; different buying behaviors, competitors, regulations |
| Repositioning | Shift who you serve, what you solve | Messaging, ICP, channel alignment; not just rebrand |
| Feature launch | New capability in existing product | Tiered by impact; T1 (revenue) = full planning; T2/T3 = lighter |
GTM vs product launch: GTM is the strategy; product launch is the execution phase. GTM applies to multiple scenarios—not just new products.
GTM Modes
| Mode | When to Use | ACV | Buyer |
|---|---|---|---|
| Product-led (PLG) | Value in minutes; self-evaluate; simple adoption | <$10K | Buyer = end user |
| Sales-led (SLG) | Multi-stakeholder; complex procurement; implementation | >$25K | Enterprise; negotiation |
| Marketing-led (MLG) | Content, SEO, paid drive awareness; market education | Varies | Demand gen focus |
| Hybrid | PLG for acquisition; sales for expansion | Common | Self-serve → sales handoff |
Decision factors: ACV, product complexity, buyer profile, how customers want to buy. Target LTV:CAC ≥3:1; CAC payback <12 months.
90-Day Execution Framework
| Phase | Weeks | Focus |
|---|---|---|
| Market analysis | 1–3 | Validate demand; competitive landscape; TAM; buying signals |
| Strategy design | 4–6 | ICP, personas; positioning; pricing; GTM mode; channels |
| Execution build | 7–9 | Messaging, content, sales playbook; tech stack |
| Launch & iterate | 10–12 | Go live; measure; iterate |
Key: Connect plan to real buying activity within 90 days—not disconnected strategy documents.
ICP vs Buyer Persona
| Type | Level | Defines |
|---|---|---|
| ICP | Company | Which organizations deliver best unit economics; firmographics (industry, size, revenue), technographics, problem intensity |
| Buyer persona | Individual | Decision-makers within target companies; roles, goals, pain points, objections, preferred channels |
ICP impact: Defined ICPs → ~68% higher conversion, ~50% lower CAC, ~30% shorter sales cycles. Include negative profiles (explicit disqualifiers) to protect pipeline quality.
Market Analysis
| Element | Purpose |
|---|---|
| TAM | Total addressable market; named account lists; primary TAM, serviceable TAM, accounts with buying signals |
| Competitive landscape | Customer bases, strengths, weaknesses, positioning claims |
| Buying patterns | Replace assumptions with data; customer pain points; decision criteria |
Enterprise / High-ACV Challenges
| Challenge | Mitigation |
|---|---|
| Customization | Product modularity; professional services; clear scope |
| Data security / private deployment | On-prem or private cloud; compliance; security certifications |
| Procurement cycles | Multi-stakeholder alignment; champion building; long sales cycles |
| Buy vs SaaS | Total cost of ownership; flexibility; ongoing value |
Use: When GTM targets enterprise or high-ACV—expect longer cycles, procurement, and security requirements.
New Market Entry
~70% of international market entries fail within two years—often from overestimating demand, underestimating execution, spreading resources thin.
| Entry model | Trade-off |
|---|---|
| Organic expansion | High control; slower; capital-intensive |
| Strategic partnerships | Faster access; shared risk; reduced control |
| M&A / Acquisition | Immediate presence; high integration risk |
| Asset-light (EOR, outsourcing) | Fastest; minimal upfront; market testing |
| Pilot testing | Lowest commitment; validation |
Critical: Domestic playbook won't transfer. Buying behaviors vary (self-service US vs consultation-heavy Europe vs relationship-driven APAC); competitive landscapes shift; regulatory complexity multiplies (GDPR, data localization).
Repositioning
Repositioning = Strategic shift in who you serve, what problem you solve, where you play. Rebranding = Visual/verbal expression (logo, voice). Repositioning ≠ rebrand.
| When to reposition | Avoid |
|---|---|
| Moving upmarket (SMB → enterprise) | Quick fix for missed quarters |
| New geography with different dynamics | Leadership boredom |
| ICP fundamentally changed | |
| Major pivot, launch, or acquisition |
Success factors: Research-driven (customer discovery, market analysis); cross-functional alignment (sales, marketing, product, clinical); sharp differentiation.
Cross-Functional Alignment
- RACI: Responsible, Accountable, Consulted, Informed—clarify roles across teams
- Shared timelines, tools, accountability
- Consistent messaging across all channels
Output Format
- Scenario (product launch, new market, repositioning, feature)
- GTM mode (PLG/SLG/MLG/Hybrid) recommendation
- 90-day phase plan
- ICP and persona (or link to project-context)
- Market analysis checklist
- Launch execution → see product-launch
Related Skills
- product-launch: Launch execution; channels, timeline, checklist; implements GTM for product launch
- pmf-strategy: Validate PMF before scaling GTM
- cold-start-strategy: First users; differs from full GTM (0→1 vs commercialization)
- rebranding-strategy: Domain change, 301, announcement; when repositioning includes rebrand
- localization-strategy: New market entry; i18n, multilingual
- paid-ads-strategy: Ad channel for GTM
- website-structure: Pages needed for GTM
- branding: Positioning, differentiation; GTM messaging foundation
- 确保已安装 OpenClaw（本地或 Docker 部署）
- 在对话框中输入安装命令：
/install gtm-strategy - 安装完成后，直接呼叫该 Skill 的名称或使用
/gtm-strategy触发 - 根据 Skill 的参数说明提供必要输入，即可获得结构化输出
gtm-strategy 是什么？
When the user wants to plan go-to-market strategy, GTM framework, or market entry. Also use when the user mentions "GTM," "go-to-market," "market entry," "ne... 它是一个面向 Claude Code / OpenClaw 的 AI Agent Skill 插件，目前累计下载 146 次。
如何安装 gtm-strategy？
在 OpenClaw 或 Claude Code 对话框中运行命令「/install gtm-strategy」即可一键安装，无需额外配置。
gtm-strategy 是免费的吗？
是的，gtm-strategy 完全免费，采用 MIT-0 许可证，可自由下载、安装和使用。
gtm-strategy 支持哪些平台？
gtm-strategy 跨平台运行，可在任意部署了 OpenClaw / Claude Code 的环境中使用（cross-platform）。
谁开发了 gtm-strategy？
由 Kostja Zhang（@kostja94）开发并维护，当前版本 v1.1.1。